Procter & Gamble Pampers Women with Pop-Up Stores - Event Marketer

Procter & Gamble Pampers Women with Pop-Up Stores

DB_Gold_Procter & Gamble_2009 Ex
Brand: PROCTER & GAMBLE
Agency: SMARTFUSION
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2009

Grocery store displays don’t often give brands the chance to show how their products can complement each other. So to target women shoppers, Procter & Gamble brought together a wide variety of its products and showcased them together at two pop-ups. Nine products from P&G’s brandSaver coupon guide mailer were on-hand for trial at the brandSaver Live! pop-up stores in Manhattan and in Dallas, TX and Rochester, NY, malls.

The pop-ups were decorated with vignettes related to each product category. Customers were greeted by a brand ambassador, given a brandSaver pamphlet and a tour of each experience. Customers could schedule to have wash and blow out appointments using Pantene products; hair-coloring services with Clairol Perfect 10 Hair Color; and a virtual hair color consultancy with a printed photo takeaway. In the kitchen, an emcee demonstrated the qualities of P&G’s paper products. Consumers registered on laptops for Everyday Solutions, a P&G e-newsletter, to receive product updates.

More than 1,000 consumers visited the pop-ups each day. The program was featured in The New York Times and on “Good Day New York.”

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